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WGBH

engineering a better future

WGBH was seeking unique ways to promote a new documentary from PBS and “American Experience” about the birth of America’s first subway. The Globe audience was the ideal audience for this film, called “The Race Underground,” so BG BrandLab executed two highly visual ideas. Using historical photos from the Globe’s own archives, in addition to photos from the filmmaker and video trailer, two stories about the history of America’s first subway drove high engagement and helped the documentary achieve a strong showing when it aired on WGBH.